LinkedIn is a professional social networking site that can introduce your company to potential customers and help them learn about your products, services and job opportunities. Keep in mind that you must have a personal LinkedIn account to create a page for your company.
Ready to build your company page? Here are the basic guidelines on how to set up LinkedIn for your business.
Create a Free Page
While logged into your account, move the cursor to “interests” at the top of the page, select “companies” from the menu and then click on “create” a new company page. Here you’ll enter your official business name and your work-related email address. Once you click continue, you’ll be prompted to enter details about your company, including the website, a description (200 characters minimum), and location.
Note that if the email address you’ve provided is unconfirmed, LinkedIn will send an email and you’ll have to follow the instructions in order to confirm it.
Make the most of your LinkedIn page by uploading a company logo and banner image. The standard logo should be 100 x 60 pixels. In addition, you can upload a 50 x 50 pixels version that is the smaller version that will be seen on your status updates and comments.
Finally, upload a banner image that represents your business. This will be the background photo on your main profile page. The banner photo should be 646 x 220 pixels.
Add Products and Services
If you have a business that sells products, you can list them under the “products & services” tab. Don’t ignore this tab, but don’t list every product. Add the most popular items and then send visitors to your website to see all of your available products.
This is also an area where people can post product reviews, which can be used on your LinkedIn profile or even on your company’s website. However, people generally won’t write reviews unless asked to do so – so just ask!
Hire New Talent
You can also post career opportunities in the “careers” section of your business page, but this option requires a paid subscription to LinkedIn.
Add content to your page that your target audience will find interesting and will want to engage with. If you can solve a problem for your audience, they’ll be more likely to share it among their connections. You should view your page as a discussion forum – not an advertising platform. Consider sharing:
- Relevant articles from others in your industry
- Product updates, store openings, etc.
- Videos and graphic content that is visually appealing.
- Upcoming events
- Your own company blogs or articles
Do not bombard your connections with updates; LinkedIn doesn’t need the same amount of activity as other social media channels. Initially, one post per day should suffice. Also, LinkedIn offers the ability to send your updates only to certain connections, so you can share content based on what’s relevant to specific targets.
Connect With Employees
To build a following, encourage your employees to add the company page to their profiles. They’ll receive updates and can share with their network the latest news from the company
Expand your network by participating in industry groups, which are Q&A forums. By engaging, asking and answering questions from a professional point of view, you’ll more quickly establish your expertise.
Watch Your Analytics
Review your page’s performance and adjust content if needed. You can see which updates are receiving the most engagement and getting seen most often. By analyzing these stats, you can better understand what types of post are most interactive.